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Written by Ronja
on June 30, 2021

UP is pleased to welcome Simon Etchells. Located in Finland, the happiest country in the world, Simon has recently joined our great UP community as the new lead of UP Finland. Welcome to UP's Cloud! 

How did you learn about UP?

I met Kate, Robert and Julian while I was looking for an agency that specializes in life sciences while I was at Congenica – now a client. I was impressed by the business model and the interesting possibilities this offered. By an amazing coincidence (or fate?) just after I relocated back to Finland, I saw UP THERE, EVERYWHERE was looking for someone to head up the new Finnish offering.

Where are you located? Have you always been here, or is this a new place for you?

I am based in Lohja near Helsinki in the happiest country in the world! I recently moved back after being here for 6 years in the early 2000’s. It’s my wife’s home and now my adopted one.

Tell us a little bit about the types of things you have worked on before UP? What do you most look forward to each day? 

I have been very lucky to work with companies such as Nokia, Microsoft and Electronic Arts but also with start-ups and SME’s. My career spans many sectors from video gaming, mobile app development, technology, retail and health sectors. I have predominantly worked in marketing and business development roles – always driven by insights. What do I look forward to? Apart from my morning coffee and amazing Finnish scenery, I look forward to the amazing potential I see in Finland and beyond for UP!

What is your area of focus at UP, and what are you most looking forward to doing at UP?

At the moment my focus is a successful launch of UP Finland. While it may sound cliched, I’m really excited to meet all the new members and see all the great work I know we can do together.

What is your favorite part of what you do?

I love insights. Creating simplicity from chaos, and helping companies create focus and get a clear, engaging message out to potential and existing customers.

If you could have lunch with anyone (living or deceased), who would it be and why?

Wow, that’s a toughie. Can I have 10? John Nash, (who Russel Crow played in Beautiful Mind) would be a fascinating man to talk with – how he overcame tremendous mental health issues to become a Nobel laureate for his work on game theory. I also would love to have lunch with my mother who passed many years ago, so I can tell her all I’ve been up to and finally admit it was me who ate all the Christmas biscuits!  

What else would you like UP members to know about you?

A very proud Welshman, too old to play Rugby though now. Massive gamer, love mountain climbing and Kayaking, and yearn for a decent pork pie which they just don’t do in Finland!

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